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New methods needed to reach non-voters

Media release – for immediate use
Election Data Consortium
17 September 2014

New methods needed to reach non-voters

Non-voters are much heavier users of the internet than those who do vote, while 43 per cent of non-voters say they never read a newspaper according to research released today by the Election Data Consortium.

An analysis of Roy Morgan polling data between July 2011 – April 2014 by data company Qrious shows those likely to vote are heavier readers of newspapers than those who say they are unlikely to vote.

“Reaching out to enrolled non-voters and getting them to vote will take new approaches,” says Qrious spokesman Cyrus Facciano.

“Political parties cannot simply place an ad in the newspaper and expect to convince them to get to the polling booth. They will need to use new channels to reach out to this pool of potential voters.”

In total, 43 percent of likely enrolled non-voters said they never read a newspaper, compared to 26 percent of all voters. Yet, 47 percent of non-voters say they are heavy users of the internet (more than 15 hours per week), compared to just one-third of actual voters.

The high levels of internet use and low levels of newspaper readership could be explained in part by age and generational differences with younger people less likely to vote.

Roy Morgan asked respondents if they are likely or not to vote. For the purpose of this analysis non-voters were defined as non-enrolled people or enrolled people who said they did not "always or nearly always" vote.
Earlier work by Qrious looked at the preferred parties of non-voters, with those aged under 24 making up the largest number of those unlikely to vote, and split-voting by electorate. More information can be found here: http://info.scoop.co.nz/NZ_Election_Data_Consortium

ENDS

Editors: see attachment for breakdown


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About Roy Morgan Research - roymorgan.com
Roy Morgan Research is Australia’s best known and longest established market research company, with an unparalleled reputation for reliable, accurate, meaningful, revealing market research. Proudly independent, the Company now operates globally with offices in New Zealand, USA, UK, Indonesia and throughout Australia. See more here: roymorgan.com/about/about-roy-morgan-research

About Qrious - qrious.co.nz
Information. Insight. Action. We are entering a new, more connected digital age, where innovation can flourish. Qrious is here to provide the platform and the capability to support this phenomenon, through better use of information to provide insights that are actionable.

Election Data Consortium
The two companies are working together as part of the Election Data Consortium to gain greater insights into what is driving the 2014 election. www.electionresults.co.nz

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